The project
The Royal Military Tattoo now attracts a live audience of over 220,000 people with live broadcasts reaching a further 100 million people. Over 900 of the world’s most talented performers make up the cast, including a group of 50 highly experienced, traditional Scottish dancers. The demands of 26 performances over a short period has a huge impact on the dancers’ physical wellbeing as well as their costumes and especially their shoes.
The partnership
A deal was struck with Glenrothes-based Thistle Shoes Scotland to provide custom fitted shoes for the dancers at the 2023 Tattoo as in-kind sponsorship. This allowed the Tattoo to redirect budget towards the wellbeing of the dancers in the form of physio support for any strains picked up, as well as reduced accommodation costs and discounted leisure centre access.
The positive outcomes
Undoubtedly, the partnership played a significant part in the successful delivery of the Tattoo. For Thistle Shoes Scotland, the partnership raised their profile as a major contributor to the world’s biggest celebration of Scottish culture. Commercially, they have reported an uplift in sales during and directly after the Tattoo. The success of 2023 has led to an extension of the partnership and both parties are now working together to design and launch the ‘Tattoo Shoe’.
